NPR and Edison Research Offer 'The Smart Audio Report'

Two-Part Series

NPR and EDISON RESEARCH have teamed to produce "THE SMART AUDIO REPORT," a two-part examination of the behaviors and attitudes of Americans who already have smart speaker devices in their homes. The study comes on the hells of a poll that found 42% of smart speaker users say their device is now “essential” to their everyday life —- and 65% wouldn’t go back to life without one.

Other data points that led to the creation of "THE SMART AUDIO REPORT:"

1. Audiences and consumers are quickly adopting smart speakers. Ownership has exceeded 7% of the U.S. population in just two years, already outpacing the adoption rates of smart phones and tablets2.

2. Consumer touch points are becoming consumer listening points for brands. In AUGUST 2017, ADWEEK called voice AI “the next frontier of brand marketing.

3. These devices are forcing a change in marketing strategy across categories. COMSCORE estimates 50% of all search will be via voice tech by 2020.

4. For marketers, smart speaker devices require a more personalized approach to reaching audiences.

5. Smart speaker devices present big engagement opportunities for brands.

People frequently use more words and context when conducting a search via voice, providing brands and advertisers more insight into where the consumer is within the purchase funnel, according to Campaign. Beyond search, smart speakers offer solutions for tactics from content marketing to paid advertising in streaming platforms such as NPR One.

You can download both parts of the report here.

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